As the demand for luxury brands faces uprising trends in popularity, marketing strategies strive to fully encompass the shifting tides of the market. Especially, high-end customers, hereby VIPs, are heavily nurtured based on their high-spending nature. With the understanding of VIP sales behavior based on social comparison and the adequate use of VIP marketing programs, luxury brands can optimize their sales of luxury brands. However, scant research examines the simultaneous impact of social comparison and VIP marketing in the luxury industry.

• Eunju Ko(Yonsei University, South Korea)
• Wonbae Pang(Yonsei University, South Korea)
• Rino Kim(Yonsei University, South Korea)
• Sue Ryung Chang(Yonsei University, South Korea)